Industry Market Trends

If I had to summarize 2025 trends in one sentence for the consumer goods industry? You can’t lead the way forward with a playbook from five years ago. Let’s talk about what’s really happening  1. AI Is No Longer “Nice to Have”—It’s FMCG’s Power Move We’re not talking about chatbots anymore. We’re talking about AI that’s reshaping every function from demand planning to dynamic pricing to predictive marketing. - The Coca-Cola Company launched AI-powered vending machines that personalize offerings in real time—resulting in 25% higher engagement (source: Coca-Cola AI Vending Pilot Report). - 70% of FMCG companies will use AI to enhance CX and supply chains by 2025 (PwC, Future of Industries Report). - PepsiCo uses AI for supply chain optimization across its North American business. The Gap? Many C-level leaders don’t speak “AI”—they need translators and transformation drivers, not just marketers or ops leaders.  2. Sustainability Isn’t a Slogan Anymore—It’s a Mandate If your brand still thinks “greenwashing” will cut it—2025 is going to be rough. - Unilever’s purpose-led brands grow 69% faster than the rest of its portfolio (Unilever Sustainable Living Report) - 72% of Gen Z are willing to pay more for sustainable FMCG products (NielsenIQ Global Consumer Survey, 2024) - Regulatory pressure in the EU and U.S. (like the CSRD directive) is forcing real reporting, not just storytelling Sustainability must be embedded into P&L, not just purpose decks. I’m helping brands find CMOs and CCOs who live this, not just post about it. 3. The DTC Revolution Has Officially Gone Mainstream Brands like Poppi and MCoBeauty are proof that middlemen are optional—and digital-first, consumer-centric models win. - PepsiCo’s DTC platforms grew 90%+ in three years (BCG Report, 2024) - 30% of all FMCG revenue will come from DTC by 2025 (BCG, Consumer Sentiment & Retail 2025) - Subscription, social commerce, and creator-led discovery are changing the who, how, and why of purchase behavior.  Legacy FMCG leaders often don’t get digital commerce deeply enough to build winning DTC engines.  4. Supply Chains Must Evolve—Or Collapse. Still treating supply chain as “backend ops”? You’re already behind. - Walmart’s AI-powered inventory systems reduced waste by 20% (Walmart Supply Chain Innovation Lab) - 78% of global FMCG leaders say supply chain agility is their #1 priority (Deloitte Global Consumer Products Outlook, 2024) - Blockchain, robotics, and localized production aren’t experiments anymore—they’re the new baseline. I say this with love: Your next CEO, CCO, or CMO can’t be just “great at the job.” They need to be 5 steps ahead of where the industry is going. If you’re scaling, restructuring, or future-proofing your leadership bench in 2025, let’s talk. I help brands place executives who don’t just adapt to change—they lead it. #FMCG #ConsumerGoods #AI #Sustainability #DTC #SupplyChain #FutureOfRetail #LeadershipHiring #LaurenStiebing #LSInternational

We’re in a moment where the best strategies aren’t just about being creative, they’re about being smarter, faster, and more intentional than ever. At Hawke Media, we’re tracking the trends that are actually moving the needle and helping brands stay ahead of the curve, not catch up to it. Here’s what we’re seeing and where it’s all heading: 1. 𝑨𝑰-𝑷𝒐𝒘𝒆𝒓𝒆𝒅 𝑷𝒆𝒓𝒔𝒐𝒏𝒂𝒍𝒊𝒛𝒂𝒕𝒊𝒐𝒏 𝒊𝒔 𝑮𝒆𝒕𝒕𝒊𝒏𝒈 𝑯𝒚𝒑𝒆𝒓𝒍𝒐𝒄𝒂𝒍 Generic segmentation is dead. Today’s consumer expects you to know where they are, what they care about, and when they want it. With AI-powered tools, we’re seeing brands drive serious ROI by tailoring offers in real time based on location, weather, and behavior. 2. 𝑺𝒖𝒔𝒕𝒂𝒊𝒏𝒂𝒃𝒊𝒍𝒊𝒕𝒚 𝒂𝒔 𝒂 𝑩𝒓𝒂𝒏𝒅 𝑫𝒊𝒇𝒇𝒆𝒓𝒆𝒏𝒕𝒊𝒂𝒕𝒐𝒓 Brands that integrate sustainability into their messaging and product offerings will have a competitive edge. Sustainability isn’t just a marketing angle, it’s a trust signal. And the brands that get this are already separating themselves. 3. 𝑹𝒆𝒂𝒍-𝑾𝒐𝒓𝒍𝒅 𝑬𝒙𝒑𝒆𝒓𝒊𝒆𝒏𝒄𝒆𝒔 𝑺𝒕𝒊𝒍𝒍 𝑾𝒊𝒏—𝑾𝒉𝒆𝒏 𝑻𝒉𝒆𝒚’𝒓𝒆 𝑫𝒐𝒏𝒆 𝑹𝒊𝒈𝒉𝒕 People are craving connection again. But they also want convenience and innovation. The best approach? Experiential campaigns that blend physical and digital: pop-ups with AR components, tactile demos with QR integrations, product launches that feel like events. 4. 𝑺𝒎𝒂𝒍𝒍 𝑪𝒓𝒆𝒂𝒕𝒐𝒓𝒔, 𝑩𝒊𝒈 𝑰𝒎𝒑𝒂𝒄𝒕 The influencer landscape has shifted, again. And it’s not about follower count. Micro and nano-influencers are delivering higher engagement, more trust, and better conversions. UGC is also outperforming branded content in a lot of verticals. Bottom line? The more authentic, the better. 5. 𝑺𝒐𝒄𝒊𝒂𝒍 𝑪𝒐𝒎𝒎𝒆𝒓𝒄𝒆 𝒊𝒔 𝑱𝒖𝒔𝒕 𝑪𝒐𝒎𝒎𝒆𝒓𝒄𝒆 𝑵𝒐𝒘 TikTok, Pinterest, and Instagram are not just discovery platforms anymore. They’re the checkout line. Shoppable content, live demos, and one-click purchases are removing friction like never before. If your content doesn’t convert directly, it’s not doing enough. 6. 𝑫𝒐𝒏’𝒕 𝑺𝒍𝒆𝒆𝒑 𝒐𝒏 𝑬𝒎𝒂𝒊𝒍 𝒂𝒏𝒅 𝑺𝑴𝑺 Everyone loves talking about new platforms, but email and SMS are quietly doing the heavy lifting. With the right segmentation, visuals, and timing, these channels are still delivering some of the highest ROI in marketing. They’re direct, they’re fast, and they work if you do them right. 7. 𝑳𝒐𝒚𝒂𝒍𝒕𝒚 𝑳𝒐𝒐𝒌𝒔 𝒂 𝑳𝒐𝒕 𝑳𝒊𝒌𝒆 𝑴𝒆𝒎𝒃𝒆𝒓𝒔𝒉𝒊𝒑 Retention is the name of the game. And the best brands are treating loyalty like a relationship, not a points system. Exclusive offers, curated subscription boxes, early access, and personalized perks are how you keep customers coming back. Make them feel like they’re part of something, because they are. — The brands that stay ahead are the ones that read the data, test aggressively, and never get too comfortable.

The U.S. manufacturing sector is showing promising signs of revitalization, with recent workforce data and industry trends indicating a robust future. As of February 2025, manufacturing employment reached approximately 12.765 million, reflecting a steady recovery from previous downturns. *https://ow.ly/8B5o50Vqupn Several factors contribute to this optimistic outlook: Technological Advancements: The integration of advanced technologies such as artificial intelligence and automation enhances productivity and creates new roles within the manufacturing landscape. Reshoring Initiatives: Companies are increasingly bringing production back to the U.S., bolstered by policies like the CHIPS and Science Act, which has led to over 50 projects worth more than $200 billion, creating approximately 44,000 jobs. https://ow.ly/KVzK50Vqupm Investment in Workforce Development: Recognizing the need for skilled labor, the industry is focusing on training programs to equip workers for modern manufacturing roles. Projections indicate that up to 3.8 million manufacturing jobs may need to be filled within the next decade. https://lnkd.in/gRW7Ybn4 These developments underscore a dynamic and evolving manufacturing sector poised for significant growth, offering ample opportunities for businesses and workers alike. #Manufacturing #USManufacturing #WorkforceDevelopment #ManufacturingJobs #IndustrialGrowth #TechnologyInManufacturing #Reshoring #ManufacturingTrends #SkilledLabor

The acquisition of Blue Apron by Wonder Group is a pivotal moment in the ready-meal and food delivery industry. The convergence of technology and culinary arts, as demonstrated by both Blue Apron and Wonder Group, and the quick commerce industry (e.g., Uber Eats, Getir, JustEatTakeaway, Delivery Hero) are shaping the future trajectory of how consumers engage with food, from preparation to consumption. From my perspective, this deal is emblematic of the evolving consumer needs and the ongoing trend toward convenience, customization, and experiential dining. ++ 🔎 Key Highlights of this Acquisition and the Industry Trends ++ 1. Consumer Preferences are Evolving: Consumers are continuously looking for convenient and high-quality meal solutions. The surge in meal kit subscriptions and ready-to-cook services indicates a shifting preference toward at-home dining experiences that blend convenience with gourmet experiences. 2. Market Consolidation and Synergy: With Wonder Group acquiring Blue Apron, consolidating entities with complementary assets and capabilities can result in an enhanced value proposition and diversified product offerings. The synergy created can boost operational efficiency and foster innovation. 3. Digital Integration and Customization:  Integrating digital platforms and applications will continue to play a crucial role in personalizing consumer experiences. The envisioned “super app for mealtime” by Marc Lore can act as a catalyst in customizing mealtime experiences and enhancing consumer engagement. 4. Sustainability Concerns: The industry is also experiencing a heightened focus on sustainability and environmental concerns. Future innovations would likely emphasize eco-friendly packaging, sustainable sourcing, and waste reduction, aligning with global consumers' increasing awareness and preferences for sustainable products. ++ 🔭 Future Trends We Should Observe ++ 1. Experiential Dining: I've been talking about experiences a lot and the focus on creating more immersive and enriched dining experiences will intensify, with brands leveraging technology and culinary innovations to offer unique and memorable food experiences. 2. Holistic Wellness: Consumers' inclination towards healthier and more nutritious food options will drive brands to innovate and diversify their product portfolios, focusing more on wellness and holistic health. 3. Hyper-Personalization: Advanced technologies like AI and data analytics will facilitate hyper-personalization in food choices, dietary plans, and customer service, allowing brands to cater to consumers' nuanced preferences and dietary needs. 4. Multi-Channel Presence: Brands will strive to expand their presence across multiple channels, integrating online and offline experiences to meet consumers where they are. Omni-channel strategies will be paramount for brands to stay relevant and competitive. Follow #ecommert to track insights about #ecommerce #strategy and #sales #management.

Consumer Brand and Innovation Leaders, Earlier this week I attended Chicago Innovation's Taste of Innovation. In addition to sampling delicious eats from Chicago restauranteurs and brands, I heard from a diverse panel of chef's and Food biz experts on where the industry is headed. 🔮 But it wasn't a rehashing of food trends we all know about. I found it helpful to hear reframes of the dynamics/trends we've already been watching. 🌟 𝗚𝗟𝗣-𝟭'𝘀: There's broad industry agreement they're here to stay, so how can CPGs adapt, beyond creating "GLP-friendly" products? I was intrigued by one panelist's perspective that these drugs represent the merging of food and healthcare: "Personalized, performance based eating" (paraphrased). Ways menus and brands can adapt: ➡️ Prioritizing nutrient-dense ingredients/foods ➡️ More focus on small plates/mini meals ➡️Treating nutritionists as the HCPs they are in making medical decisions ➡️ Educating on the importance of maintaining muscle mass 🌟𝗔𝗹𝗰𝗼𝗵𝗼𝗹-𝗙𝗿𝗲𝗲: yes, it's a huge and enduring trend, but social drinking remains a prevalent behavior, especially among consumers <40. The need for on-premise and CPG alcohol innovation isn't going away. ➡️IMHO, a positive byproduct of the Mocktail trend is we can now look at Cocktails as if not "healthy", carriers for real fruits, herbs, interesting spices, etc. which bring a health halo. ➡️We've already seen innovation from both big Bev alc companies entering No ABV, and CPG drink companies entering DIY cocktails/mocktails. But there's still a TON of upside across many CPG categories, from pack formats to flavor profiles to collaborations. FUN stuff. 🌟𝗔𝗜 𝗮𝗻𝗱 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲𝗱 𝗗𝗶𝗲𝘁𝘀: As wearable trackers/diagnostics (Oura rings, glucose monitors etc) and microbiome testing become more prevalent, CPG /foodservice leaders can paint themselves as "functional chefs," harnessing data to address individual customer needs. ➡️We know food is medicine, so how can it be positioned to boost individual performance in whatever context that might be? Think focus at work, endurance for athletics, or even creativity for the arts or recreation. 🌟𝗙𝗼𝗼𝗱 𝗪𝗮𝘀𝘁𝗲 𝗮𝗻𝗱 𝗘𝗮𝘁𝗶𝗻𝗴 𝗟𝗼𝗰𝗮𝗹: It's no secret that restaurants, retailers and food companies face food waste challenges, but it was eye-opening to learn that ~30% of waste happens upstream in the food system--pre-consumer. Ways to offset this: ➡️Understanding food sources and buying local (less transport = less waste) ➡️Smaller menus curated with seasonal offerings and specialties featuring regionally/locally accessible ingredients. There's a reason Natural Grocery is faring better than Mainstream Grocery in our Tariff-ridden times! ➡️Shopping: make more frequent trips to smaller footprint stores with stronger fresh assortments vs huge stock-up trips that increase likelihood of waste What do you think? I'd love to hear your thoughts and builds! #foodindustry #insights #trends

We're just a week into April, and we're already seeing a concerning trend across our travel client accounts - booking performance is down, and it's not just one client or one vertical. 🔍 The likely culprit? Macroeconomic pressures are mounting, particularly with the recent tariff announcements that have sparked jitters throughout financial markets. This pattern isn't surprising. The travel industry has always been a leading economic indicator, showing stress long before other sectors. When economic uncertainty increases, discretionary spending on travel is among the first cuts consumers make. What we're observing in our client data: - Conversion rates trending down across most travel verticals - Cost-per-acquisition rising despite stable click costs - Longer consideration cycles and increased abandonment rates The market seems to agree with what we're seeing in real-time data. Major travel stocks tumbled recently, with airlines like United (-12%), Delta (-8.6%), and American (-7.7%) all posting significant losses. Online booking platforms and hotel chains are feeling the pressure too. Remember: travel demand isn't just about consumer preferences - it's fundamentally tied to disposable income, economic confidence, and global trade relationships. The new reciprocal tariffs affecting Asia and Europe are likely to impact both inbound travel to the US and Americans' willingness to spend on international trips. For travel marketers, this means we need to be nimble. Consider: - Adjusting forecasts to account for potentially softer Q2 performance - Testing promotional offers targeted at value-conscious travelers - Focusing more budget on remarketing to warm audiences who've shown interest If you're seeing similar performance dips, you're not alone. This appears to be a macro trend affecting the entire industry. #travelmarketing #economictrends #tariffimpact #digitalmarketing

Good morning, so here's the summary of what to expect next in the #cpgindustry. A 5 year ago set of 10 predictions came true, let's see where this goes.🎙️ 1. Personalization Will Move From Trend to Expectation AI-powered data ecosystems will allow CPG brands to offer personalized products (I know CPG brands dislike this due to the significant line changes to accommodate truck loads), recommendations, and experiences. Consumers will expect brands to "know" them across touchpoints—beyond just loyalty programs or purchase history. 2. Retail Media Will Rival Traditional Advertising #retailmedia networks (RMNs) like Walmart Connect, Amazon Ads, and Kroger Precision Marketing will take center stage in media planning. CPG brands will allocate budget to in-aisle and online POS media, + first-party data. 3. Sustainability Will Become Table Stakes CPG companies will be held to measurable environmental goals (carbon reduction, circular packaging, ethical sourcing). Brands that fail to meet sustainability standards will lose shelf space and investor interest. 4. Private Label Will Disrupt Legacy Brands Retailers will invest heavily in high-quality, value-driven private label lines—often co-created with influencers or through exclusive brand incubators. CPGs will need to innovate faster or risk losing category share. #storebrands 5. Health & Wellness Will Redefine "Mainstream" Products Clean-label, functional foods, gut health, adaptogens, and non-alcoholic alternatives will go from niche to norm. Products that support mental clarity, immunity, and longevity will dominate NPD. 6. Direct-to-Consumer (DTC) will be About Data Than Sales. The gold rush of DTC is over. CPGs will use DTC primarily for testing, community-building, and data capture. Nothing new here, just accepting reality as ok. 7. AI Will Accelerate Product Innovation Cycles From consumer insights mining to flavor prediction to digital twins in manufacturing, AI will shorten the time from concept to shelf by up to 50% or more. Smart tools will also assist in dynamic pricing, packaging design, and supply chain decisions. 8. Omnichannel Excellence Will Determine Market Leaders It won’t be “digital vs. retail” anymore. Winning brands will seamlessly integrate physical stores, e-commerce, social commerce, voice commerce, and subscriptions into a cohesive brand experience. Do not be the ‘dinosaur’ chief merchant or CCO behind closed doors that denies and blocks this. You are guilty of holding your brand back. 9. Ethical Consumerism Will Pressure Transparency Consumers, especially Gen Z, will demand radical transparency around sourcing, labor practices, DEI progress, and ESG commitments. Blockchain and digital provenance tools will help verify claims. 10. Emerging Markets and Multicultural Consumers Will Drive Growth U.S. multicultural segments and global emerging markets will account for the majority of growth. Brands that ignore these consumers in innovation and media planning will fall behind.

Strategic Resilience: Industries That Withstand Economic Downturns In today’s evolving economic environment, CEOs and boards must stay focused on sectors that exhibit structural resilience. As recent developments—including new tariffs and slower growth forecasts—shape the macro outlook, several industries continue to stand out for their ability to weather volatility and provide long-term value. • Essential Goods and Services Sectors providing non-discretionary necessities—such as grocery retail and utilities—maintain stable demand across economic cycles. These businesses are typically insulated from shifts in consumer sentiment. • Healthcare Healthcare demand remains durable across market conditions. Utilization of medical services, pharmaceuticals, and life sciences products remains steady—even amid economic contraction—due to their essential nature. • Home and Automotive Maintenance With the recent 25% tariff on imported vehicles and continued inflationary pressures, consumers are opting to maintain and repair rather than replace. This trend supports strong demand for maintenance-focused services and parts suppliers. • Financial Advisory Services Periods of policy uncertainty and macro volatility, including the implementation of a 10% baseline import tax and sector-specific duties, are driving increased demand for financial planners, tax advisors, and risk consultants. Both individuals and institutions are re-evaluating portfolios and liquidity strategies in light of inflation and potential stagflation risks. • April 2025 Economic Indicators The U.S. labor market showed moderate strength, with nonfarm payrolls rising by 143,000 in January. However, the economic outlook has been tempered by new tariffs—including a 10% general import tax and higher duties on semiconductors and automobiles—raising concerns about persistent inflation and slower growth. Economists and the Fed have warned that the combination of trade policy and elevated price levels may contribute to stagflationary pressures. For executives and directors, understanding which sectors are structurally resilient is critical for effective capital allocation and long-term strategic planning. #StrategicPlanning #CEOInsights #BoardLeadership #EconomicOutlook #RecessionResilience #CapitalAllocation #RiskManagement

This analysis of Q1 2025 CEO discussions vs. Q4 2024 (by IoT Analytics) reveals major shifts in focus: 🔹 Rising Topics: Deep Research, Agentic AI, Quantum Computing, and Hiring Freezes 🔹 Economic Concerns: Inflation, Interest Rates & Layoffs remain key discussions 🔹 Global Tensions: Trade Wars, NATO, and Ukraine-Russia issues stay in focus 🔹 Manufacturing & Tech: Digital Twins, Industrial Automation, and AI-driven solutions shaping operations Are these trends aligning with what you're seeing in your industry? Let’s discuss! Source: IoT Analytics – Quarterly Trend Report 2025 #economy #future #market

As Senior Vice President of Global Sales at a digital engineering services company, I've had a front-row seat to the evolving US industrial and manufacturing sector. Today, I'm excited to share insights into the ongoing transformations shaping the industry and offer a perspective for senior executives. 1. Digital Resilience Matters: The industrial sector is embracing digital transformation to bolster resilience. Industry 4.0 brings connectivity, automation, and data-driven decision-making. But remember, digital resilience is about aligning tech innovations with your strategies. 2. Collaborative Advantage: Innovation often happens at the crossroads of disciplines. Encourage collaboration between engineers, designers, data scientists, and domain experts. Breaking silos enables fresh perspectives and solutions. 3. Agile Beyond Software: Agile methodologies aren't just for software. Apply iterative problem-solving and adaptive planning to manufacturing. This approach accelerates product development and responsiveness to market needs. 4. Sustainability as a Driver: Sustainability isn't just ethical—it's a competitive edge. Incorporate sustainable practices into core operations. Align sustainability with your business goals to develop strategies that resonate with stakeholders. 5. Future-Ready Workforce: The skills landscape is evolving. Invest in upskilling and reskilling to bridge the gap between expertise and emerging demands. Future-proof your workforce for AI-driven maintenance, data-driven optimizations, and more. In conclusion, the industrial landscape is shifting due to technology and market dynamics. Embrace digital resilience, foster collaboration, adopt agile practices, champion sustainability, and invest in workforce development. These strategies will empower your organization to navigate change effectively. Stay tuned for the next article in this series, where we'll explore actionable steps stemming from these insights.